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Major improvements were made to our smartphone with iOS 14, but the most significant adjustments are still being worked on behind the scenes as Apple prioritizes app privacy and user tracking.
The new iOS 14 IDFA settings, released with iOS 14.5 and focus more on ad tracking and gives users greater autonomy over their data and whatever they prefer to do with it, is described as focusing more on ad tracking. Facebook is extremely concerned about how the update would affect ad targets and monitoring for the numerous small and local companies that utilize its network for marketing and advertising, which has generated a public argument between Apple and Facebook about this move in general.
Apple has provided detailed details about the new update, but it’s crucial to remember that it hasn’t yet been determined how much of an impact it will have on marketers. It will happen eventually!
What Do We Know Thus Far About iOS 14?
Users must grant authorization before apps can utilize their specific Identifier for Advertisers (IDFA) for third-party ad monitoring, according to a guideline recognized as the App Tracking Transparency Policy (ATT). Apple has verified this. Developers of apps will have to get authorization to utilize certain data from other apps and sites for advertising purposes to abide by the ATT policy.
With the new update, the App Store will display a screen with details regarding app privacy, tracking data, and associated data. In-app opt-in tracking permission prompts are also included. Apple presumably made this substantial upgrade to give customers more information about what an app would almost surely track whether they choose to install it and to give them greater control over whether their data will be tracked when an app is installed. We know Apple’s commitment to making user privacy a top priority.
This Update’s Effect on Advertisers
This update’s effects are rather worrying. Paid advertising may experience some damage if key information is missing, but the full degree of this impact won’t be known until the upgrade has been implemented. With this update, users will now have the option of deciding whether or not to allow apps to follow their data; it is anticipated that many users will choose to do so. This may be because many users are unaware of the entire digital marketing environment.
We can only hope for better results!
Getting Ready For The Modifications: Facebook Ad Users
Facebook has clarified the big changes that advertisers may experience on its platform. Facebook has developed “Aggregated Event Measurement,” which will “let you evaluate campaign efficacy in a manner that is compatible with users’ decisions about their data” to lessen the impact of any data loss resulting from the iOS 14 update.
The following are some changes Facebook Ad Users might notice:
Conversions: Marketers can only have eight pixel-based conversion events or eight bespoke conversion events per domain. Although there is no need to take any action because the transition will occur automatically, preparing for no greater than eight conversions events is vital.
Domain verification: Facebook is switching from pixel-based ownership to domain verification. If various parties control your pixel, verifying your site is crucial. Confirm your site with Facebook to prevent data loss if you utilize pixels.
Targeting: The number of application linkages and custom targets for app and web traffic will probably decline as more individuals opt out of monitoring with the iOS 14 release. Expand your audience to reach more potential buyers as a result of this. This could have a big effect on audience-specific targeting.
Getting Ready For Changes: User Of Google Ads:
The SKAdNetwork is another Apple ad monitoring mechanism that Google Ads has chosen to use in place of Facebook Ads due to the impending changes to IDFA in the iOS 14 upgrade. The SKAdNetwork is currently under pressure from Google to be improved as it is thought to be inefficient in allowing marketers to analyze users and data.
The following list of significant Google Ads changes includes preparation tips:
Reduced visibility of conversions: According to Google, the ATT policy “will alter how marketers evaluate and bid on ad impressions and will reduce visibility into critical data that illustrate how advertising generates conversions (such app installs and sales).”
Update to the newest version of Google Analytics for Firebase: To enable SKAdNetwork support, Google has advised advertisers to use Google Ads to update the most recent version of Google Analytics for Firebase.
Marketers using Google Ads on cellular devices should also keep an eye on iOS campaign efficiency and delivery once the update takes an impact and modify their bids and budgets as necessary to meet their objectives.
What Else Can Marketers Do?
It is crucial to remember that ATT will only be accessible to users who update to iOS 14.5; the opt-out frequency and rate have not yet been determined. All advertisers should keep this in mind as they carefully examine their data over the next few weeks to determine how this important update has affected them. To get ready for the complete update rollout, keep a close eye on the performance of your iOS ads and be prepared to modify your campaign as needed.
